Advertising Basics! is a one-stop resource for anyone who wishes to understand and unravel the exciting world of advertising. Beginning from the basics, the book uses a simple commonsense approach to explain everything one wants to know about advertising and how the industry works on a daily basis.
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis as well as those who must ultimately approve strategic media decisions.Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach and real-world business examples.Key changes in the Fourth Edition include: A better grounding in the role of media in an advertising and marketing plan today, with a new first chapter on the changing role of media planning in agencies today; Increased coverage of communication planning; Added focus on the importance of media strategy early on in the book through a new chapter; A new chapter on evaluating media vehicles, filled with up-to-date examples; Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular; A new chapter on search engine marketing and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media; A new chapter on gaming, and many new examples of the latest digital media, with an emphasis on social media, and a new framework for analyzing current and future social media; A new chapter on international advertising; A new chapter on campaign evaluation.An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
This book is intended for readers who already have knowledge of devices and circuits for radio-frequency (RF) and microwave communication and are ready to study the systems engineering-level aspects of modern radio communications systems. The authors provide a general overview of radio systems with their components, focusing on the analog parts of the system and their non-idealities. Based on the physical functionality of the various building blocks of a modern radio system, block parameters are derived, which allows the examination of their influence on the overall system performance. The discussion is complemented by tutorial exercises based on the Agilent SystemVue electronic system-level (ESL) design software. With these tutorials, readers gain practical experience with realistic design examples of radio transmission systems for communications and radar sensing. The tutorials cover state-of-the-art system standards and applications and consider the characteristics of typical radio-frequency hardware components. For all tutorials, a comprehensive description of the tasks, including some hints to the solutions, is provided. The readers are then able to perform these tasks independently. A complete set of simulation models and solutions to the tutorial exercises is given.
Updated and greatly expanded to reflect the explosive growth of new media, this acclaimed and widely-adopted text offers practical guidance for those involved in media planning on a daily basis as well as those who must ultimately approve strategic media decisions. Its current, real-world business examples and down-to-earth approach will resonate with students as well as media professionals on both the client and agency side.